The flower expo ushered in the countdown, and the classic Shanghai taste "great white rabbit milk candy" brought the limited version of the flower expo. The reporter visited the camp on the spot and saw that the great white rabbit flower expo pop-up shop in the park was ready to go, in addition to the full range of white rabbit candy gift boxes and a series of classic products, there were also licensed souvenirs for the flower expo and photo punch card props prepared for visiting tourists.
The reporter saw at the scene that although the theme of the pop-up shop is called "The Sweetness of Xiaochenguang", various new products take the "salty and sweet" route, which can meet the needs of different tastes. For example, Peanut Nougat has two sweet and salty flavored milk teas - salty milk cover peanut nougat flavored milk tea and peanut jelly peanut nougat flavored milk tea; Guanshengyuan Honey has launched a honey-based flower expo limited special drink "Blossom Honey Drink".
The Flower Expo coincides with the early summer, and the Great White Rabbit series of cold drinks are also eager to try: Great White Rabbit Ice Cream, Great White Rabbit Ice Cream, Peanut Nougat Ice Cream, etc., these products are very popular with tourists during the stress test. Meilin Shares, owner of the Great White Rabbit IP and Bright Food Group, said that it has launched a special labor competition of "Service Flower Expo, Catching Up with Learning, and Building Golden Shield" in the pop-up store, showing the taste of Shanghai and the quality of Shanghai with special products and services.
At the same time, the pop-up store condenses the history of the great white rabbit, and for the first time publicly displays the sugar paper of the great white rabbit milk candy since its birth, at different stages, so that domestic and foreign tourists can more fully understand this famous Shanghai IP - this has a period of inspirational story of national brands from reference to "foreign candy" to the development and expansion of national brands.
Before the liberation, Shanghai businessman Feng Boyong founded the Shanghai ABC Confectionery Factory (hereinafter referred to as the "Episi Factory"). He admired the bird sugar produced in britain, but the price of bird sugar was so high that ordinary consumers could not afford it. Therefore, in 1943, Feng Boyong asked the sugar master Liu Yiqing to imitate bird candy and produce a domestic bird candy that everyone could afford.
But Liu Yiqing did not take the imitation road, but used the relatively rare liquid glucose, milk powder, condensed milk and other materials at that time, and developed a milk sugar that was completely different from bird sugar. Epicy factory with red Mickey Mouse pattern to make sugar paper, "ABC Mickey Mouse milk candy" was officially born, quickly with the milk aroma, bite tough but not sticky teeth, cost-effective characteristics, popular in Shanghai.
In 1954, Aimisi Factory was renamed Shanghai Aimin Candy and Biscuit Factory (hereinafter referred to as "Aimin Factory"), and the "Sanxi" trademark was designed. Because the mouse has been listed in the "four pests", the image of Mickey Mouse was also registered by Disney in 1955, ABC Mickey Mouse milk candy packaging no longer uses the image of Mickey Mouse, but after several adjustments, has experienced "Sanxi" new packaging, "no trademark, no factory name" simple packaging, borrowing the "Bright Brand" trademark and other appearance changes. However, after changing the packaging, Aimin Milk Candy failed to harvest the glory of the ABC Mickey Mouse Milk Candy era.
The turnaround occurred in 1959. At that time, Jiang Aizhou, an artist of the science and technology department of Shanghai Food Industry Company, designed a new package with "Great White Rabbit" as the protagonist, and Aimin Factory optimized the formula and launched a new packaging of "Great White Rabbit Milk Candy". The cute white rabbit and the more fragrant and stronger milk flavor made the great white rabbit milk candy a hit and successfully replaced the ABC Mickey Mouse milk candy.
Since then, Aimin Factory has been merged into Shanghai Guanshengyuan Company, and Guanshengyuan has been merged into Merlin shares. At this point, "Great White Rabbit" has become the classic IP of Merlin shares. In recent years, the great white rabbit milk candy innovation continues, while introducing new flavors, while trying cross-border products, becoming a new "net red" and "national tide" representative.
The development history of the Great White Rabbit Milk Candy in the past 80 years is condensed on the sugar paper wall of the Pop-up Shop of the Great White Rabbit Flower Expo——
The earliest great white rabbit milk candy sugar paper did not have a great white rabbit, but Mickey Mouse.
Later, Mickey Mouse on the sugar paper was replaced by the great white rabbit, and the red rabbit appeared - the white rabbit is a domestic product, and the red rabbit is an export product.
Later, although the sugar paper packaging of the great white rabbit continued the classic color matching of red, white, blue and black and the protagonist of the rabbit, the details changed: the "Sanxi brand" trademark became the "bright card", and the "R" sign indicating the registered trademark was used to prevent counterfeiting; in order to meet the export needs, a new square type of sugar roll sugar paper was added...
In recent years, the taste of the great white rabbit milk candy has become more and more, which is also reflected in the sugar paper: the main picture of the "great white rabbit" remains unchanged, but the trim and base color are different according to the taste.
"This pop-up store should not only serve the Flower Expo, but also show the development history of national brands." The head of Merlin shares said. The pop-up shop specially posted old posters, and prepared a variety of props suitable for taking photos and punching cards, including the words "Today is also a day full of vitality" and "Blossoming Chinese Dream", etc., and tourists are welcome to interact and buy.
Column Editor-in-Chief: Wu Weiqun Text Editor: Ren Chong
Source: Author: Ren Chong